Many scientists, including myself, often struggle with the fact that research and sound scientific method are not sufficient evidence that agriculture and producers are doing the right thing. In fact, some may claim that emotions and moral drives play a larger part in consumer education than science and research. Be that as it may, producers, scientists, agvocates and the media must work together to tell ag's story. Troy Marshall explains that idea much more convincingly, not to mention eloquently, in this recent BEEF Daily article. A bit of reading for you to ruminate.